A Project Report On Search Engine Marketing

In the partial fulfillment of the Degree of Master of Marketing Management /Post Graduate Diploma in Management under the University of Mumbai By

Ms.Savla Nidhi Navin [Roll No: 32]

Specialization: Marketing
Under the Guidance of

Dr. Prof. Jyotinder Kaur Chaddah

Guru Nanak Institute of Management Studies and Research

Matunga, Mumbai-400019 2011-13

FACULTY GUIDE CERTIFICATE

This is to certify that the study presented by NIDHI SAVLA to the University of Mumbai in part completion of the two year full time degree/diploma of PGDM under the title of Search Engine Marketing has been done under my guidance. To the best of my knowledge this project is in the nature of original work that has not been submitted for any degree of this University or any other University.

Signature of the Candidate

________________________ (Nidhi Savla)

Forwarded through the Research Guide

Signature of the Guide

__________________________ (Dr. Prof. Jyotinder Kaur Chaddah)

ACKNOWLEDGEMENT

The sense of contentment and elation that accompanies the successful completion of this project would be incomplete without mentioning the names of the people who helped me in accomplishing this project, people whose constant guidance, support and encouragement resulted in its realization.

I owe much to my faculty guide Dr. Professor Jyotindar Kaur Chaddhah for the inspiration and guidance which enabled me to take up work which made me learn new things and concepts.

This project would not have seen the light of the day but for their sustained direction, supervision and continuous encouragement that saw me sail through the difficulties that I faced.

DECLARATION

I, Ms. Nidhi Savla, student of PGDM second year (IV semester) at Guru Nanak Institute of Management Studies, hereby declare that I have completed my final project entitled Search Engine Marketing as partial fulfillment of the course curriculum for the academic year 2012-2013 under the guidance of Dr. Prof. Jyotinder Kaur Chaddah. The data collected and work done by me is truly authentic and is not borrowed or copied from any dissertation report. The project contains true and complete information. Whenever references have been made to previous work of others, it has been clearly predicted as such and included in the Bibliography.

Certified by Signature of guide Sign of a candidate

Place: MUMBAI Date:

Table of Contents

Sr.No.
1.

Content Introduction Objectives, scope & Methodology Search in the Indian Context Search Engine Marketing How Search engines work Ranking Content of Website On page SEO Off page SEO Identifying Keywords Case Study Findings Conclusion Bibliography

Page No. 1 3 4 6 10 13 16 18 22 25 26 27 29 30

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.